Fast food culture, Tastien, Generation Z, Consumer behavior, Emotional value for money
Abstract
The development of the Chinese burger brand“Tastien” is of profound significance in the localization process of fast food culture. The mechanism of its success, however, are rarely studied in related fields. As Generation Z takes over as the strongest consumer force, this study focuses on the consumption behavior of young people in Shenzhen towards the Tastien fast food brand, attempting to explore its causes through questionnaire surveys, in-depth interviews, and rational analysis. The research findings show that: 1) Tastien took Generation Z as the main consumer target group and conducted suitable strategies. As a result, it has gained tremendous market growth in the past few years; 2) Tastien is widely favored because of its high cost-effectiveness and unique Chinese burger image. This reflects the distinctive consumption habits of Shenzhen’s Generation Z, which not only seek affordability, but also value the emotional fulfillment that they gained from their purchases. For these consumers, the concept of ‘emotional value for money’ plays a crucial role, as they gravitate towards brands that provide both economic and emotional satisfaction. The research results is important for helping fast food brands understand their service groups and accurate position on the market.
